LAS VEGAS — If a consumer ripped a clip of your content and posted it to YouTube, would you chase her with a lawyer’s notice?

Zach James would embrace the act. The co-CEO of video rights management and branding solutions startup ZEFR says his company “makes sense of the 90% of the videos that you really don’t know what to do with”.

“We convince (content owners) to not take it down but to put an ad in front of it so everyone wins,” James tells Beet.TV in this video interview. ZEFR works by bringing custom tag-contextualising algorithms to bear on YouTube’s existing identification system.

Now ZEFR is also branching out to understand Vine, snapchat and Instagram.

James was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.

Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.